In the Brussels Experience Center, xplace puts the three decisive goals of Miele’s digitalisation concept into practice: to present the entire product range in a lively manner on limited floor space, to emphasise the premium brand image and to transform the customer journey at the POS into a 360° impressive experience. On 200 sqm, the Goettingen-based system integrators and experts for POS digitalisation installed, among other things, product advice solutions, 'virtual shelves' as well as large-format displays for animated image content. The latter are complemented by an automated ambient lighting and a powerful sound system. Highlights of the store are, like in Amsterdam, the virtual washing machine, which offers an exciting view of its interior, as well as the so-called hobs- and built-in systems. At these virtual cooking surfaces, ovens and coffee machines, for example, customers can virtually put together all cooking surface product variants in original size. The systems, individually developed in close cooperation with Miele, are setting the industry benchmark. The product content for all signage components comes directly from Miele's international product database. At the push of a button, content can be adapted to the product range of the respective country and can also be displayed in several languages – in Belgium, for example, in Flemish or French.

The direct benefit for the brand experience in the store is enhanced by valuable interaction data which the digital touchpoints continuously generate. xplace's CEO Marco Wassermann explains: "With the integrated digital signage concept, Miele has laid the foundation for the Smart Store. This is because digital touchpoints not only play out content, but at the same time can gather information on customer behaviour which can be used for conversion optimisation". Especially through comprehensive integration into existing IT resources such as the ERP system or the web shop, or through the connection of sensors or other data sources, additional insights into the customer journey and omnichannel potential are created. Based on these analyses, AI or rule-based relevant content can be played out on the digital signage elements. "All this is possible with our new biscuit POS data platform," says Wassermann. "We look forward to demonstrating biscuit's services at the upcoming EuroShop in February".